The laws of intestacy are the same for men and women even though preferences for how one's estate should be divided differ by gender. Peanut-allergic octogenarian men and gluten-allergic pregnant women see the same warnings on consumer products even though they are interested in seeing information that is much better tailored to them. Companies have made enormous strides in studying and classifying groups of consumers, and yet almost none of this information is put to use by providing consumers with contractual default terms or disclosures that are tailored to their preferences and attributes. This lecture will explore the costs and benefits of personalizing various parts of American law and business practices. This talk was recorded on April 7, 2014. Lior Strahilevitz is Sidley Austin Professor of Law at the University of Chicago Law School.